Former JC Penney CEO and Apple retail head Ron Johnson is set to launch a new start-up designed to reinvent the way consumers buy and experience products online.

Johnson has raised US$30m in funding to date for the new venture called Enjoy, which aims to provide a better customer experience and "high-touch personal service" for online purchases.

"Through Enjoy, our partner brands will have an entirely new way to bring their emerging products to market, forging direct and quality connections with their customers," Johnson said.

Funding was raised from Kleiner Perkins Caufield & Byers and Oak Investment Partners with participation from Andreessen Horowitz. The launch is expected in 2015, although no date has been given.

Johnson said he has recruited an initial team, comprising former Apple creative director Tom Suiter, former Apple retail director Jerry McDougal, and Kunal Malik, a technology and engineering executive from Facebook and the San Francisco 49ers.

Johnson joined JC Penney as CEO in 2011 before being let go in April 2013 following a 25% drop in sales.